Unilever and marketing/advertising expo Ad:tech conducted a contest during the early November event to determine “The Next Big Thing” in advertising technology. The winner among 15 finalists was Fluid Ads, which demonstrated a technology that allows brands and agencies to create HTML5 multi-shape, multi-device ads in a matter of seconds. The technology was able to deliver in real-time 480 dynamic ads in five minutes – more than one a second. Product Director Dan Cohen created a dynamic campaign for Unilever food spread Marmite by shifting the messages and images to target different days of the week and times of the day.